A+ Answers

The brand equity of LifeSecure Inc., an American health insurance firm, was diminished when its top executives were subject to money laundering allegations. Which type of brand liability does this best represent?

customer dissatisfaction

poor product conformance

product or service failures

poor record on social issues

questionable practices

QUESTION 2

Microsoft Office 2010 allows buyers and users to quickly identify the Microsoft product and its newness to older versions of the same brand. This is an example of using a ________ branding strategy.

company name

company and brand name

brand and subbrand name

company, brand, and product name

company and brand name, and number

QUESTION 3

Which of the following service quality dimensions refers to employee competency with respect to knowledge and courtesy?

service reliability

service assurance

extended services

customer empathy

appearance

QUESTION 4

Within the dimensions of service quality, which of the following is a “quality enhancer”?

service reliability

performance

customer empathy

appearance

reputation

2 points

QUESTION 5

OrganicMeals Inc. is an American firm that manufactures frozen, vegetarian burgers made from organic ingredients under the brand name VegDelite. The firm markets a core product, the Chipotle Veg Burger, under the VegDelite brand. After success of its core product, the firm adds other burgers under the VegDelite brand, such as the CrunchyGarden burger, the Vegan Special burger, and the Spicy Trip burger. In this example, OrganicMeals Inc. uses which of the following strategies?

a vertical brand-line extension strategy

a horizontal brand-line extension strategy

a new product-market brand extension strategy

a cobranding strategy

a product bundling strategy

QUESTION 6

Which of the following involves the transfer of quality perceptions derived from a core product or brand to product line extensions that use the same brand name?

a pure product bundling strategy

a mixed bundling strategy

a product unbundling strategy

an umbrella branding strategy

a vertical integration strategy

QUESTION 7

Which of the following service quality dimensions refers to a service obsession to get it right when things go wrong?

service reliability

service assurance

performance

customer empathy

responsiveness

QUESTION 8

Within the dimensions of product performance, which of the following is a product performance enhancement factor?

reliability

conformance

durability

serviceability

improvements

2 points

QUESTION 9

The brand equity of many oil companies is lower when associated with oil spills or controversial drilling practices. Which type of brand liability does this best represent?

customer dissatisfaction

poor record on social issues

product or service failures

inadequate product line development

poor product conformance

QUESTION 10

In the context of brand name development, ________ names are either built from root words and morphemes or are poetic constructions based on the rhythm or experience of saying them.

evocative

experiential

functional

invented

realistic

QUESTION 11

Companies with high brand awareness can more easily introduce new products and enter new markets.

True

False

QUESTION 12

Service can be an important source of differentiation when it comes to positioning strategies.

True

False

QUESTION 13

Businesses with a low-cost advantage in markets in which price is an important determinant of customer value can use low prices as a basis for product positioning.

True

False

QUESTION 14

The purpose of line extensions under an umbrella brand is to leverage the awareness and image of the umbrella brand.

True

False

QUESTION 15

Quality aesthetics as a source of differentiation are of value only when all other aspects of quality are met with respect to customer quality expectations.